Slide 1.

1
2.1

Business Research
Methods

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 1
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Chapter 1
Slide 1.2
2.2

Introduction to Business Research

Objectives:
To recall what business research is and
why it is important,
(help you get an idea of what business
research is).
To remind the basic terminology and
concepts common to research works.
To introduce business research process

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 2
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.3
2.3

Define Research and Business

Research

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 3
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.4
2.4

What is research?
 Research is a quest driven by a specific question that
needs an answer.
 It also defined as the systematic investigation into and
study of materials and sources in order to establish facts
and reach new conclusions.
 Research is thus an original contribution to the existing
stock of knowledge making for its advancement.
 Generally the term research refers to a systematic
method consisting of articulating the research problem,
formulating a hypothesis, Formulating a research design,
collecting the facts or data, analyzing the facts or data,
reach in a certain conclusion either in the form of solution
towards the concerned problem or in certain
generalizations for some theoretical formulation, Looking
for areas of further research and Publishing the research
work for others to view.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.5
2.5

 Research is an Organized and Systematic way

of Finding answers to Questions
Systematic: because there is a definite set of
procedures and steps which you will follow.
There are certain things in the research process
which are always done in order to get the most
accurate results.
Organized : because there is a structure or
method in going about doing research. It is a
planned procedure, not a spontaneous one. It is
focused and limited to a specific scope.
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 5
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.6
2.6

Finding Answers : is the end of all research.

Whether it is the answer to a hypothesis or even a
simple question, research is successful when we
find answers.
• Sometimes the answer is no, but it is still an
answer.
Questions : are central to research. If there is no
question, then the answer is of no use. Research is
focused on relevant, useful, and important
questions.
• Without a question, research has no focus,
drive, or purpose.
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 6
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.7
2.7

Business Research Defined

• Business research is the application of
the scientific method in searching for the
truth about business phenomenon
(Zikmund & Griffin, 2009).
• Business research is the systematic and
objective process of generating
information for aid in making business
decisions.
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 7
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.8
2.8

Literally, research (re-search) -“search again”

Business research must be objective

Detached and impersonal rather than biased

It facilitates the managerial decision process

for all aspects of a business.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 8
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.9
2.9

I don’t know
if we
should
offer on-site
child care?

Information Reduces Uncertainty

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 9
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.10
2.10

The nature of research e a rc

Res
h is d
Characteristics: bas
e
Data are collected systematically on
g ic al
Data are interpreted systematically lo ion
a t
rel not
There is a clear purpose to find things out- describing, hip
s
explaining, understanding, criticizing, analysing… just fs
e
beli

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 10
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.11
2.11

Terminology
Methods : The techniques and procedures used to
obtain data
Methodology : The theory of how research should be
undertaken
Reliability: refers to the consistency of the
measure. High reliability indicates that the
measurement system produces similar results
under the same conditions. If you measure the
same item or person multiple times, you want to
obtain comparable values. They are reproducible.
Validity: refers to whether the measurements
reflect what they’re supposed to measure.
Researchers need to consider whether they’re
measuring what they think they’re measuring. Or
do the measurements
01/29/2025 RESEARCH METHOD reflect something else? It’s 11
a
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.12
2.12

Objectives of Research
Main aim and purpose:
To discover answers to questions
through the application of scientific
procedures.
To find out the truth which is hidden
which has not be discovered as yet.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 12
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.13
2.13

Objectives of Research … cont’d

Broad grouping of research objectives:
 To gain familiarity with a phenomenon or
to achieve new insights into it;
 To portray (describe) accurately the
characteristics of a particular individual,
situation or a group;
 To determine the frequency with which
something occurs or with which it is
associated with something else;
 To test a hypothesis of a causal
relationship between variables;
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 13
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.14
2.14

Motivation in Research

What makes people undertake

research?

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 14
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.15
2.15

Motivation in Research
What makes people undertake research?
 Desire to get a research degree along with its
consequential benefits.
 Desire to solve a challenge in solving the
unsolved problems.
 Desire to design appropriate policies
 Desire to contribute to the existing stock of
knowledge.
 Desire to get intellectual joy of doing some
creative work
 Desire to be of service to society
 Directives of government.
 Curiosity (Interest) about new things.
 Etc.
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 15
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.16
2.16

Business Research Types

There are two types of research on the basis of their applications

1. Basic research
2. Applied research

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 16
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Basic Research
Slide 1.17
2.17

Attempts to expand the limits of knowledge.

Not directly involved in the solution to a pragmatic
problem.
 is mainly concerned with generalizations and with
the formulation of a theory.
Examples of Basic business research
Is executive success correlated with high need for
achievement?
 Are members of highly cohesive (organized) work
groups more satisfied than members of less
cohesive work groups

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 17
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.18
2.18

"The secret of success is to know

something nobody else knows. "
Aristotle Onassis

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 18
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
 Applied Research
Slide 1.19
2.19

 Conducted when a decision must

be made about a specific real-life
problem
 aims at finding a solution for an
immediate problem facing a
society or any industrial/business
organization.
 Examples of Applied business research
Should McDonalds add Italian pasta
dinners to its menu?
Should Procter & Gamble add a high-
priced home teeth bleaching kit to its
product line?
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 19
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.20
2.20

Basic Research Vs Applied Research

Basic Research Applied Research
Purpose Purpose
Expand knowledge of processes of Improve understanding of particular
business and management business or management problem
Results in universal principles Results in solution to the problem
relating to the process and its
relationship to outcomes
Findings of significance and value to New knowledge limited to problem
society in general
Findings of practical relevance and value to
manager in organization
Context Context
Undertaken by people based in Undertaken by people based in variety of
universities settings including organizations and
universities
Choice of topic and objectives Objectives negotiated with originator
determined by the researcher
Flexible time scales Tight time scales

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 20
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.21
2.21

based on the “purpose of research” dimension,

there are at least three classes of research:

1. Exploratory
2. Descriptive
3. Explanatory

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 21
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.22
2.22

1. Exploratory: Research has exploratory

purpose if you are examining a relatively new
and unstudied research topic.
2. Descriptive: aims only at describing a
situation or a set of circumstances. It tries to
answer questions such as how many, how,
and what is happening. The researcher
observes and then describes what was
observed.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill22
2009
Slide 1.23
2.23

3. Explanatory: Explanatory research goes

beyond description. Explanatory research
focuses on why questions. Answering the `why'
questions involves developing causal
explanations. Causal explanations argue that
phenomenon Y (e.g. income level) is affected by
factor X (e.g. gender).

23
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.24
2.24

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 24
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.25
2.25

Another classification of Researches is based

on its depth.

1. Qualitative research
2. Quantitative research

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 25
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.26
2.26

1. Qualitative research designs are usually

meant for researches that require depth
instead of breadth.
 Qualitative studies use inductive logic,
where the researcher first designs a study
and then develops a hypothesis or theory to
explain the results of the analysis.
 Qualitative studies nearly always involve in-
person interviews, and are therefore very
labor intensive and costly. They rely heavily
on a researcher's ability to exclude personal
biases.
26
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.27
2.27

2. Quantitative research designs are

commonly used in research projects
aiming at generalization.
 Quantitative studies employ deductive
logic, where the researcher starts with a
hypothesis, and then collects data to
confirm or refute the hypothesis.
 Quantitative analysis is generally fast
and inexpensive.

27
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.28
2.28

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 28
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.29
2.29

Scientific Method
The analysis and interpretation of empirical

evidence (facts from observation or

experimentation) to confirm or disprove prior

conceptions.
The goal of scientific research
is to discover laws and
postulate theories that can
explain natural or social
phenomena, or in other words,
build scientific knowledge.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 29
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.30
2.30

The research process (1)

Stages of the research process
Research Process involves the following:
1. Selecting a broad area of study
2. Problem definition
3. Literature review
4. Developing objectives and hypothesis
formulation
5. Design of Research
6. Execution of the project : Data collection,
analysis and interpretation
7. Reporting
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 30
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.31
2.31

Research process
Things to consider
Realities and pitfalls (consequence) of research.
Approaches, strategies and methods.
Techniques and procedures for data collection

and analysis.
Appropriate use of information technology.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 31
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.32
2.32

The research process (2)

Factors to consider
The impact of your personal feelings and beliefs

Access to data

Time and other resources

Validity and reliability of the data

Ethical issues

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 32
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.33
2.33

And finally……..

“there is no one best way for undertaking all research”

Saunders et al. (2009)

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 33
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.34
2.34

Determining When to Conduct Business Research

Time constraints

Availability of data

Nature of the decision

Benefits versus costs

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 34
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.35
2.35

Determining When to Conduct Business Research

Time Availability of Nature of the Benefits
Constraints Data Decision vs. Costs
Is the infor- Does the value
Is sufficient time Is the decision
available before
Yes mation already Yes
of considerable
Yes of the research Yes Conducting
on hand information
a managerial
inadequate
strategic
exceed the cost
Business
decision or tactical
must be made?
for making
importance?
of conducting Research
the decision? research?

No No No No

Do Not Conduct Business Research

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 35
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.36
2.36

Value versus Costs

Potential value of a business research effort

should exceed its estimated costs

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 36
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.37
2.37

Value Should Exceed Estimated Costs

Costs
Value • Research
expenditures
• Increased certainty
• Delay of business
• Increased likelihood
decision and
of a correct
possible
decision
disclosure of
• Improved business
information to
performance and
rivals
resulting higher • Possible erroneous
profits
research results

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 37
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.38
2.38

Examples of Major Topics for Research in Business

General Business Conditions and
Corporate Research
Financial and Accounting Research
Management and Organizational Behavior
Research
Sales and Marketing Research
Information Systems Research
Operations/ productions management
research
Corporate Responsibility Research
01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 38
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.39
2.39

Chapter 2
Problem Definition and Hypothesis Formulation

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 39
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.40
2.40

Selecting a research topic

 All writing begins with a topic.
 Look for a subject that interests you and will
maintain your interest throughout the various
stages of research that will help you to obtain
the maximum self-development from the
research project. It should be related with you
career.
 Some preliminary reading will help to
determine the extent of your interest.
 Keep in mind the time allotted to you and
the expected length of the research paper.
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 40
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.41
2.41

Selecting a topic … (Cont’d)

 You Commonly begin with fairly general topic and then refine it
by research and thought into a more specific one.
 Try to narrow your topic by focusing on a particular aspect of a
particular approach.
 Be original as much as you can, to avoid duplicate work on a
specific topic
 Review as much Literature as possible to avoid duplication.
 The eventual successful completion of a research study will be
seen to have depended on the selection of an appropriate topic.
 Before beginning the project, make sure you understand the
amount and depth of research required and the type of paper
expected.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 41
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.42
2.42

Attributes of a good research topic (1)

Capability: is it feasible?

Are you fascinated by the topic?

Do you have the necessary research skills?

Can you complete the project in the time available?

Will the research still be current when you finish?

Do you have sufficient financial and other resources?

Will you be able to gain access to data?

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 42
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.43
2.43

Attributes of a good research topic (2)

Appropriateness: is it worthwhile?
Will the examining institute's standards be met?

Does the topic contain issues with clear links to theory?

Are the research questions and objectives clearly stated?

Will the proposed research provide fresh insights into the

topic?
Are the findings likely to be symmetrical?

Does the research topic match your career goals?

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 43
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.44
2.44

Identify the important

techniques that will help to
generate a research topic.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 44
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.45
2.45

Generating research ideas

Useful Techniques
 Rational thinking
 Examining your own strengths and interests
 Looking at past project titles
 Discussion
 Searching the literature
 Scanning the media
 Creative thinking
 Keeping a notebook of ideas
 Exploring personal preferences using past
projects
 Relevance trees
 Brainstorming

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 45
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.46
2.46

Examining own strengths and interests

Having some academic knowledge
Look at those assignments for which you have
received good grade.
You may, as part of your reading, be able to
focus more precisely on the sort of ideas about
which you wish to conduct your research
There is a need to think about your future

29/01/2025
RESEARCH
Saunders, METHOD
Lewis and Thornhill, Research Methods for Business Students, 5 th
46
Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.47
2.47

Looking at past project title

Senior Essay/project
Thesis
Dissertations.
Scan your university’s list of past project titles
for anything that captures your imagination
Scanning actual research projects.
You need to beware that a project in your
library is no guarantee of the quality of the
arguments and observations it contains.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 47
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.48
2.48

Searching the literature

As part of your discussions, relevant
literature may also be suggested. Sharp et
al, (2002) discuss types of literature that are
of particular use for generating research
ideas. These include:
Article in academic and professional
journals;
Reports
Books
Explore the literature (only from reputed
academic journals) from 2012-2022 and
identify possible research topic that we can
conduct research
29/01/2025 i.e.
RESEARCH METHOD 48
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.49
2.49

Scanning the media

Keeping up to date with items in the news

can be a very rich source of ideas

Discussion
Colleagues, friends, university tutors,

practitioner and professional groups

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 49
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.50
2.50

Keeping a notebook of ideas

One of the more creative techniques that we

all use is to keep a notebook of ideas.

All this involves is simply noting down any

interesting research ideas as you think of

them and, of equal importance, what sparked
off your thought.
You can then pursue the idea using more

rational thinking technique later.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 50
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.51
2.51

Relevance tree
 You start with a broad concept from which you generate

further (usually more specific) topics.

 Each of these topics forms a separate branch from which

you can generate further, more detailed sub branches.

 As you proceed down the sub branches more ideas are

generated and recorded.

 These can then be examined and a number selected and

combined to provide a research idea

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 51
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.52
2.52

Brainstorming
Define your problem – that is, the sorts of ideas
you are interested in – as precisely as possible.
Ask for suggestions, relating to the problem
Record all suggestions, observing the following
rules:
 No suggestion should be criticized or
evaluated in any way before all ideas have
been considered;
 All suggestions, should be recorded and
considered
 As many suggestions as possible should be
recorded.
Review all the suggestions and explore what is
meant by each.
29/01/2025 RESEARCH METHOD 52

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.53
2.53

Refining research ideas

Using the Delphi Technique

Conducting a preliminary study

Continually testing out your ideas

Integrating ideas

Refining topics given to you by your organisation

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 53
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.54
2.54

The Delphi technique

This involves using a group of people who are either involved

or interested in the research idea to generate and choose a

more specific research idea. To use this technique you need:
1. To brief the members of the group about the research idea;

2. At the end of the briefing to encourage group members to

seek clarification and more information as appropriate;
3. To ask each member of the group including the originator
of the research ideas based on the idea that has been
described (justification)

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 54
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.55
2.55

The Delphi technique

4. To collect the research ideas in unedited and non-
attributable form and to distribute them to all
members of the group;
5. A second cycle of the process (steps 2 to 4) in
which comment on the research ideas and revise
their own contributions in the light of what others
have said;
6. Subsequence cycles of the process until a
consensus is reached . These either follow a
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 55
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.56
2.56

Problem Definition and Hypothesis

Formulation

“The formulation of the problem is often more

essential than its solution.”
Albert Einstein

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 56
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.57
2.57

WHAT IS A RESEARCH PROBLEM?

• A research problem, in general, refers to some difficulty

which a researcher experiences in the context of either a
theoretical or practical situation and wants to obtain a
solution for the same.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 57
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.58
2.58

Formulating the Research Problem ….(cont’d)

The task of formulating, or defining a research
problem is a step of greatest importance in the entire
research process.
It is important because,
1) It determines the data to be collected,
2) It determines the characteristic of the data which are
relevant,
3) it determines the choice of techniques to be used.,
4) It determines the form of the final report.
Therefore, the researcher must single out the problem
he/she wants to study.
He/She must decide the general area of
interest or aspect of a subject matter that
he would like to inquire into.
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 58
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.59
2.59

Formulating the Research Problem ….(cont’d)

 The indication of a specific business

decision area that will be clarified by
answering some research questions.
 The best way of formulating the research
problem is
to discuss it with colleagues
to discuss it with those that have some
experience with the mater.
 A problem clearly stated is a problem
half solved.
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 59
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.60
2.60

Formulating the Research Problem ….(cont’d)

 Some general principles in problem
formulation
Be sure the problem exists.
Learn as much as possible about the
problem to be solved.
Consider alternative formulations in case
one is not feasible;
Be aware that the problem formulation
may influence the phenomena being
studied;
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 60
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.61
2.61

Formulating the Research Problem ….(cont’d)

 Evaluation of a research problem (some questions to ask):
 Is the problem in line with my goal/expectations and
the expectation of others?
 Will the solution of the problem advance knowledge?
 What is the value of potential outcome? (who are the
beneficiaries?)
 Do I possess or can I acquire the necessary skills,
abilities and background knowledge to study the
problem? (Researcher’s capability and interest)
 Will data be accessible?
 Do I have access to the necessary resources (time,
money, tools, equipment, laboratory, subjects, etc) to
conduct the investigation?
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 61
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.62
2.62

The Process of
Problem Definition

Ascertain the Determine unit

decision maker’s of analysis
objectives

Understand Determine
background of relevant
the problem variables

Isolate/identify State research

the problem, not questions and
the symptoms objectives

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 62
2009
Slide 1.63
2.63

Formulating the Research Problem ….(cont’d)

1. Ascertain the Decision Maker’s Objectives

 Decision makers’ objectives
 Managerial goals expressed in measurable terms.
 The dangerous part of many business problems is
neither visible to nor understood by managers.

2. Understand the Background of the Problem

 Exercising judgment
 Situation analysis - The informal gathering of
background information to familiarize researchers or
managers with the decision area.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 63
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.64
2.64

Formulating the Research Problem ….(cont’d)

3. Isolate and Identify the Problems, Not the Symptoms
 Symptoms can be confusing
Twenty-year-old neighborhood swimming association:
 Membership has been declining for years.
 New water park -residents prefer the expensive water
park????
 Demographic changes: Children have grown up

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 64
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.65
2.65

Formulating the Research Problem ….(cont’d)

4. Determine the Unit of Analysis

 Individuals, households, organizations,
etc.
 In many studies, the family rather than
the individual is the appropriate unit of
analysis.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 65
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.66
2.66

Criteria for selecting a research

problem

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 66
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.67
2.67

State the research objectives

Objectives:
Statements that indicate what a
researcher intends to accomplish in
a more specific term;

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 67
2009
Slide 1.68
2.68

State the research objectives

 Some guidelines in developing objectives:
 Objectives must be specific, concrete and achievable
statements;
 The objectives should clearly fit to the statement of
the problem
 The objectives must propose to do things as per the
capability of the design of the study.
 Objectives should be in their approximate order of
importance.

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 68
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.69
2.69

State the research objectives and research hypothesis

Include SMART Personal objectives
 Specific: What precisely do you hope to achieve from
undertaking the research?
 Measurable: What measures will you use to determine
whether you have achieved your objectives?(Secured a
career-level first job in software design)
 Achievable: Are the targets you have set for yourself
achievable given all the possible constraints?
 Realistic: Given all other demands upon your time, will
you have the time and energy to complete the research on
time?
 Timely: Will you have time to accomplish all your
objectives? RESEARCH METHOD
29/01/2025 69
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.70
2.70

Determine the Relevant Variable

Variables can be seen as:
 DEPENDENT VARIABLE
 Variable of primary interest
 Researcher wants to explain its variability or to predict it
 is the variable being tested and measured in a scientific
experiment. The dependent variable is 'dependent' on the
independent variable.
 INDEPENDENT VARIABLE
 Variable that influences the dependent variable
 The variance (increase or decrease) in the dependent variable
is accounted for by the independent variable

Workforce Organizational
Diversity Effectiveness

Independent variable Dependent variable

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 70
2009
Slide 1.71
2.71

MODERATING VARIABLE
• They affect the strength and direction of the relationship between independent
and dependent variables
• That is the presence of a third variable modifies the original relationship
between the independent and the dependent variables.
• Strengthen the relationship between two variables
• Weaken the relationship between two variables
• Negate the relationship between two variables

Workforce Organizational
Diversity Effectiveness
Independent variable Dependent variable

Managerial Expertise
Moderating variable

29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 71
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.72
2.72

MEDIATING VARIABLES
• A mediator is a way in which an independent variable impacts a dependent
variable.
• It’s part of the causal pathway of an effect, and it tells us more information
about how or why an independent variable affects a dependent variable.
• If something is a mediator:
• It’s caused by the independent variable.
• It influences the dependent variable
• When it’s taken into account, the statistical correlation between the
independent and dependent variables is higher than when it isn’t considered.
Mediator variable
Creative Synergy

Workforce Organizational
Diversity Effectiveness
Independent variable Dependent variable
29/01/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 72
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.73
2.73

Formulating hypotheses in research

When formulating hypotheses, things that should be considered
by researchers are:
• The hypotheses should be written as predictive statements
regarding the nature of the relationship between the IV and
DV. From the hypothesis, the researcher should be able to
predict what they expect to find from the results of the study.
• Background research - hypotheses should not be based on
guesswork. Instead, researchers should use previously
published research work to predict what the expected
outcome of the study will be
• The independent variable (IV) should be identified
• IV is what the experimenter manipulates to see if it affects
the DV.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 73
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.74
2.74

• The dependent variable (DV) should be identified

• DV is the variable that is being measured after the IV has
been manipulated or after it changes during the experiment.
• The variables should be operationalized. This means that the
researchers need to define how each variable (both IV and DV)
will be measured.
• The hypotheses should be clear. They are usually only a
sentence long and should only consist of the details that have
been summarized above. A good hypothesis should not include
irrelevant information.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 74
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.75
2.75

Types of Hypotheses in Research

There are different types of hypotheses that researchers can propose

when carrying out research.
The null hypothesis
• The null hypothesis predicts that the results will show no or little
effect. The null hypothesis is a predictive statement that
researchers use when it is thought that the IV will not influence
the DV.
The alternative hypothesis
• An alternative hypothesis is a predictive statement that is used
when it is thought that the IV will influence the DV.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 75
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.76
2.76

• Non-directional, two-tailed hypothesis - states there is a

difference but no direction is given.
• Directional hypothesis, One-tailed test- states how the IV
will influence the DV, identifying a specific direction, such
as if there will be an increase or decrease in the observed
results.

01/29/2025 RESEARCH
Saunders, METHOD
Lewis and Thornhill, 76
Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009